Information dissemination of visual elements in graphic design

Keywords: exhibition design, graphic visual communication, visual communication elements, information communication

I. Introduction

Through the creation and organization of the exhibition space environment, the exhibition design adopts certain visual communication means and lighting means, and with the help of considerable props and facilities, presents information such as words, pictures, charts and physical exhibits to the public, guides the public, provides a lot of new information for all walks of life, and chooses the most influential enlightenment method in terms of content, visualization, scientificity and artistry, so as to achieve the best social education effect and economic benefit, and then promote the development of science and technology and social progress. It is a comprehensive "space-time art", one of the artificial environments created by people using the expansion of human material and spiritual needs in the natural environment, and a special form of comprehensive display of human environment, natural environment, consumption environment and social environment. As a branch of exhibition design, graphic visual communication plays an extremely important role in showing exhibits and conveying information to the public. Based on the "people-oriented" design principle [1], with the public's acceptance psychology as the reference line, it is the life source of its design to use the main elements conveyed by plane vision-graphics, characters and colors to carry out various creative designs.

Second, show the graphic elements conveyed by plane vision in design.

As the primary element of plane visual communication, graphics play the role of "eyes" in its design. This is due to the "borderless" characteristics of graphics in the process of conveying information. Regardless of the nationality of the public, it can convey information to the public through the most intuitive and common way of feeling. This is incomparable with words and colors. Of course, this does not ignore the role of words and colors. 2 1 century is the era of reading pictures. In the digital age, fast-paced life is full of all kinds of information. The intuitive, clear and rich visual images of pictures not only convey information effectively, but also have appreciation, giving people visual enjoyment and leading to psychological identity. The spread of information even exceeds the picture itself, forming spiritual communication and exchange.

(A) graphic value and design significance

Figure 1

In information exchange, human information forms are mainly divided into graphic information and text information. According to the research of information scientists, written information is prone to errors or distortions in expression and understanding, communication barriers are often caused by different written languages, and its information capacity is far less than that of graphics, and the information capacity of written information is only 10% of that of graphics (as shown in figure 1). In short, for information dissemination activities, graphic forms have many advantages in communication: graphics are abbreviations of images for spreading information; Graphics are the easiest information carrier to identify and remember; Graphics is a universal language that transcends language barriers between countries and nations. Graphics become an attractive information medium because of its rich visibility; Graphic language is the most accurate form of information projection; Graphics have the performance advantage of showing facts intuitively, and are the most explanatory and persuasive language forms; Graphics is the most emotional and spiritual form of mass communication. Graphics can communicate directly with the audience's thoughts.

Inductive language form. The communication advantages of graphic language in the above aspects constitute its unique value in mass communication, and the significance of design is undoubtedly to make full use of these advantages.

(B) the creativity and significance of graphics

Figure 3

Figure 2

In the information age, the development of high technology has created information flooding every corner of cities and even rural areas. However, how to make the public "see your image, touch your outstretched jade hand and smell your smell" in the social atmosphere of information disturbance? Creative design of graphics will play a decisive role. Graphic creativity is to seek the unique creativity and ideas of visual communication. However, the creativity of graphics is not a process of simply seeking new visual forms, it is a creative activity that always focuses on the theme of spreading information, and spreading information is its fundamental purpose. "Original" and "novel" graphic design is easy to stand out in the turbulent social atmosphere, which strongly attracts the public's attention, infects the public's mind, produces some desire, and then achieves the purpose of information dissemination. "Original" and "novel" graphic design originated from our new discoveries when we knew things. Only by finding a brand-new viewpoint and understanding things in a brand-new way can we have a novel perspective of expression and create a unique way of expression. The advertising ideas of McDonald's and Pepsi are endless, seemingly ridiculous, but actually reasonable (Figure 2, Figure 3). People will remember the contents of advertisements in their smiles, which is the creativity of graphics.

1. The thinking basis of creativity-association. Association is the source of creativity, and human beings are in association.

Keep making new discoveries, and then continue to invent and create. It can connect many distant things and concepts, even unrelated elements, and make them come into being in encounter, communication and collision.

The burning of poetry. 2. The thinking basis of creativity-analysis and choice. "Discovery" and "Acquisition" in association. As far as creativity is concerned, not all of them are available. The completion of the association process does not mean that excellent creativity is inevitable, nor does it mean the completion of creativity. Therefore, in the creative process, it is necessary to use association and analysis alternately from time to time.

3. Basic procedures of creativity. To cut into creativity, we must first study the audience's psychology, communication environment, conditions and many other factors, and then formulate strategies and guidelines according to the differences of people, regions, time and other factors in different specific situations, determine appropriate expressions, and finally create expressions. And keep in mind the central goal of creativity-facing the audience and spreading information.

Creation of graphic creative expression-organization of graphics and shapes

Graphics speak with pictures and shapes, so graphic design forms a visual order and a complete visual sentence by organizing visual elements (or morphemes) representing different meanings in an orderly manner. Original visual expression is easy to arouse the public's curiosity, attract the public's attention to its communication content, and then achieve the effect of information dissemination. However, how to get an original visual expression? According to the synthesis of these information and the experience summed up in the actual design, we can take the following ideas as guidance.

Figure 4

1. puts forward extreme requirements for novelty and individuality. The development and change of anything will stand out from the crowd only if it reaches the extreme or even exceeds the limit. The same is true for design, and unique design effects can be obtained by extreme methods. Once the car modeling and animal modeling are skillfully used, they will achieve incompatible effects (as shown in Figure 4), but the premise of their design is that the form must serve the content. You can't go to extremes to create an eye-catching effect, otherwise you will inevitably go astray in design. 2. Create conflicts and contradictions and seek thought-provoking new and different forms. As long as anything violates the invariability, deviates from its existing value and creates a form different from the attribute characteristics of the thing itself, creative results can be obtained. When talking about his creative experience, Leonardo da Vinci summed up such a rule: sculpture should be treated like painting.

Depiction and painting should be carved like sculpture [2]. Of course, while trying to create novel visual effects, we should also follow an important principle, that is, "serving the needs." Therefore, in the formal process of organization and space, the visual process must be clear and the theme prominent.

All the above are the summary made by the author in the process of synthesizing relevant information and actual design. The object discussed here is not only because of its scientificity and accuracy, but also to give readers an inspiration and reference, thus emphasizing the role of graphics in the process of information dissemination.

Third, show the graphic visual elements in the design.

As mentioned above, the information transmission capacity of words is 10% of that of graphics, but this does not deny the role of words in the information transmission process. In fact, writing is one of the best elements to convey information accurately, because it directly and specifically tells the audience what it is promoting. Of course, the premise of information dissemination is that the public has received a certain cultural education or the communicator has this basic cultural level. It is not difficult to see that because of the cultural selectivity of words to the public, it is not as good as the information capacity of graphics in communication. Character design is the overall careful arrangement of characters according to the laws of visual design, which is the product of human production practice and gradually matures with the development of human civilization.

(A) the use and significance of text design in practice

The spread value of character design to information determines its inevitability in practice. In modern business, text design is widely used in print advertising, packaging design, CI design and logo design.

The application of 1. character design in packaging design. The function of words in packaging design is to convey to consumers.

Commodity information. It not only spreads the information contained in the text itself, but also shows the cultural connotation, brand image and characteristics of the product itself to consumers. With the development of economy, modern shopping methods

The text on the package is both a description of the goods and an advertisement for the goods. Therefore, it is required that the text design in packaging design should be vivid and integrated with the information text. The text elements in packaging graphic design generally include brand image text, advertising text and function description text. Among them, in modern packaging design, it is not uncommon for brand image characters to shape brand image with characters' images and elements, and it has gradually formed a design trend. It is favored by consumers with its fresh, elegant, concise and modern cultural characteristics. This design is especially common in food packaging. Although the chocolate packaging designed by Japanese designers (as shown in Figure 5) and the dairy packaging designed by China designers (as shown in Figure 6) are different countries, they also reflect this demand.

Figure 6

Figure 5

2. The application of text design in graphic poster design. The relationship between text and content constitutes the expression form of text design in poster advertisement. Different functional requirements of advertising objects determine the diversification of font forms in print advertisements. In general, novel expression is often a profound and unique grasp of the depicted object. Therefore, text design is of great significance in advertising communication. There are three text elements in the graphic poster design: (1) headline slogan font. Title slogan font is the visual image font conveyed by advertisement, and the personalized difference characteristics of advertisement should be considered when designing. At the same time, we should take into account the principles of easy identification, easy identification, easy understanding and easy memory in the characteristics of mass communication. (2) Text description font. Text description font is a functional service word conveyed by advertisements. This kind of font should first consider the standardization of visual reading, and then pay attention to the overall recognition effect after text grouping. In general, the standard font strictly follows and adopts the unified font in the CI scheme provided by the enterprise. (3) standard fonts. The standard font has the advantage of concise and unified appeal in visual communication, and will inevitably become modern.

The main trend of words used in advertising design.

Figure 7

3. The application of character design in logo design. Characters and symbols are in the same place, which are developed from primitive symbols and totems. Text expression is the combination of logo image and font. Symbols are visual graphics, but text symbols have both linguistic features and phonetic forms. At present, signs with Chinese characters or Latin letters as design elements are very common. In China, Chinese characters are deeply loved by designers, who often combine the font itself with the cultural background of our country and design many excellent works. The emblem of Beijing 2008 Olympic Games is a typical example. (as shown in fig. 7)

(B) the method of text design

In daily life, many works of character design are published in print, movies, web pages and other media.

At present, single character and combined character design are typical manifestations in character design works. Below, the author will focus on some basic methods and skills of single character design and combined character design.

Figure 10

Figure 9

Figure 8

1. Single character design. Whether it is Chinese characters, Latin letters or Arabic numerals, they are visually attractive, exquisite and elegant, lyrical and romantic, simple and natural, cold and rigid, or passionate ... To create a good font design, we must have a comprehensive understanding of the shape, size, thickness, rhythm and color of letters or individual characters. The analysis of these basic elements can provide rich creative inspiration for font design. Seek inspiration from the form of words, and then give specific creation. "Drink" has the appearance of drinking (as shown in Figure 8), "Run" has the speed of running (as shown in Figure 9), and "Time" has the concept of time (as shown in Figure 10). The morphological structure of Chinese characters is more complicated than that of Latin letters, which is composed of

There are many basic strokes, so when designing Chinese characters, we should not look at the changes of individual strokes in isolation, and at the same time pay attention to the structural integrity and recognition of Chinese characters. In addition, most Chinese characters have certain meanings, so in the design process, we should combine the contents of Chinese characters to create. The structure of Latin letters is basically composed of horizontal lines, vertical lines and arcs. By changing the thickness, direction, radian and tightness of lines, the overall change of multi-characters can be promoted.

Figure 1 1

2. Combination text design. Combinatorial characters are composed of two or more characters, which are specially designed through the overall font structure, morphological style and so on to convey the content to be expressed by the object. The works designed with letters around the bottle (as shown in figure 1 1) are novel and fresh. Combination characters usually have a clear meaning. Therefore, before designing, we should first make clear the meaning of compound words, and understand whether the purpose of design is to focus on conveying information and increasing its interest, or to pursue visual beauty, or both. In the design of compound words, we should pay attention to people's reading habits, the appearance characteristics of fonts, the design tone and the use of negative space. Among these four points, people's reading habits should attract designers' attention. The combination of words should conform to the order of people's psychological feelings. In the horizontal direction, people's eyes generally flow from left to right; In the vertical direction, the line of sight generally flows from top to bottom; When the slope is greater than 45 degrees, the line of sight is from top to bottom; When it is less than 45 degrees, the line of sight flows from bottom to top. There is no doubt that only when designers understand these basic principles can they design higher-level works and achieve the purpose of spreading information to the public.

Fourthly, the color elements conveyed by plane vision are displayed in the design.

In plane visual communication, colors show different color effects through light sources, sometimes through

Dark and sometimes bright colors will affect the mood of the audience, thus hindering or assisting the audience to understand and judge the information. This is also increasingly recognized and utilized by the business community. In view of the importance of color in practice, at present, many engineering psychologists and advertising psychologists have studied this issue one after another in order to achieve better work efficiency or advertising efficiency through the stimulation of color vision.

(A) the role of color in modern commerce.

Figure 12

Figure 13

Color plays an increasingly important role in business with its colorful color characteristics. According to American reports, adding a color to newspaper advertisements can increase sales by 50% compared with black-and-white advertisements, while the advertising efficiency of full-color advertisements is 70% higher than that of black-and-white advertisements. The application of color visual stimulation in advertising has at least the following effects: 1, attracting people's attention to advertising; 2. Reflect people, events and scenes completely and truly, thus making people feel beautiful; 3. You can emphasize the specific parts of products and promotional contents, thus enhancing the visual stimulation and deepening consumers' memory of the key contents of advertisements; 4. Show the abstract quality in sales charm, so as to enhance the experience effect; 5. Make the advertisement give a good impression at first sight, thus establishing the prestige for the advertisement content, product or advertisement author. All this is to strengthen stimulation and enhance memory. In commercial activities, in order to improve the economic benefits, designers have tried their best in product packaging (as shown in figure 12 and figure 13), and the use of color is their first choice.

(2) The application of color in design.

Color is the first key to grasp people's vision, and it is also the focus of an advertisement. A pair of personalized colors can often better grasp the attention of consumers. By combining specific colors,

Image, using different colors, makes the audience have different physiological reactions and psychological associations, establishes a three-dimensional product image, produces a pleasant intimacy, and attracts and promotes consumers' desire to buy. To this end, the designer's use of color can be said to have reached the extreme. Designers usually design colors from the following three aspects.

1. The hue of the color. The direct psychological effect of color comes from the physical light stimulation of color on human physiology.

Its direct impact. Psychologists have done many experiments on this. They found that in the red environment, people's pulse will accelerate, blood pressure will rise, and emotions will be impulsive. In the blue environment, the pulse will slow down and the mood will be calm. Some scientists have found that color affects brain waves, which are alert to red and relaxed to blue. It can be seen that different colors have different effects on people's psychology.

2. Brightness of color. The lightness of color can also be called lightness of color. In achromatic color,

The color with the highest lightness is white, the color with the lowest lightness is black, and there is a gray series from light to dark in the middle. Among all colors, any solid color has the characteristic of medium brightness. Yellow is the color with the highest lightness and purple is the color with the lowest lightness. Brightness has a strong independence among the three elements, and it does not need the characteristics of hue, and can be presented independently through the relationship between black, white and gray. Hue and purity must depend on certain light and shade to appear, and once color appears, the relationship between light and shade will appear at the same time. People have different psychological feelings about the same tone and different lightness. Generally speaking, dim colors will bring people unhappy or depressed emotions, while bright colors can bring people relaxed and happy mood.

3. Color purity. Purity refers to the freshness and turbidity of color. It depends on a single wavelength of a color. All hue colors that our vision can recognize have a certain lightness, such as green. When it is mixed with white, although it has similar characteristics to green, its brightness decreases and increases, becoming light green. When it is mixed with black, its brightness also decreases, and so does its brightness.

It darkens and becomes dark green; When it is mixed with neutral gray with green brightness, its brightness does not change, and its purity decreases, becoming gray-green.

Figure 14

Elements of color affects the audience's psychology to varying degrees (as shown in figure 14). How to use the visual psychology of color to provide a good consumption environment for the audience, so as to improve their purchasing desire and behavior, is the most concerned event in modern business circles. In commercial design, designers use the harmonious combination of hue, lightness and purity of colors to show exhibits to the public and spread information, thus creating economic business opportunities.

Verb (abbreviation of verb) conclusion

To sum up, it can be concluded that graphics, characters and elements of color are of great significance in graphic design, and they play a decisive role in the display of exhibits and the dissemination of information.

Today is the information age. How to convey information through the creative design of graphics, characters and colors in the atmosphere of information disturbance is what people are most concerned about and the responsibility of designers. As designers, we should adhere to the principle of "people-oriented" and adopt

Taking the public's acceptance psychology as the boundary, we use the main elements conveyed by plane vision-graphics, characters and colors to carry out various creative designs, so as to convey information to the audience most effectively, improve the audience's cognition of display products, and enable them to receive display information effectively, so as to achieve the best information dissemination effect and economic benefits, thus promoting the development of science and technology and social progress.